Our mission is to create small moments of joy and happiness. We do that by offering a versatile range of branded snacks with superior taste experience. To every consumer. For every occasion. In every country.
OUR VISION
Lotus Bakeries wishes to base its sustainable profitable growth on offering a versatile range of branded snacks of superior taste for every consumption occasion, while maximising opportunities for generations to come.
With this mission and vision in mind, Lotus Bakeries has defined a clear strategy focused on building brands. This strategy is based on three pillars.
Biscoff®
Globalisation of Biscoff® products with Lotus® Biscoff® - ultimately - at the top of global brands
The globalisation of Lotus® Biscoff® is the first pillar of our strategy. Biscoff has a highly universally loved flavour, with a subtle caramelised touch and a crunchy bite. Biscoff is appreciated across the globe, which is quite unique in the food industry. That is why we have tremendous faith in the universal success of the Biscoff cookie and the Biscoff spread. Our ambition for Biscoff is high, we want Biscoff to become the number three cookie in the world. It is our mission to bring our unique Biscoff taste to people’s favourite indulgent moments across the globe.
To support the further internationalisation of Lotus® Biscoff®, Lotus Bakeries operates in fifteen countries with its own sales offices and its own sales teams. Cooperation also takes place with local commercial partners in some fifty countries.
Find out more about the Lotus Biscoff Strategy in our Annual Report.
Lotus™ Natural Foods
Investment in a strong healthy snacking business, both in our home market, the United Kingdom, and internationally, from the Lotus™ Natural foods International HQ in Switzerland
The internationalisation of our Lotus™ Natural Foods brands forms the second pillar of our strategy. Lotus Bakeries wants to offer the perfect snack for every moment and for every consumer around the world. More responsible, healthier snacks therefore have a clear role to play in our offering. Our ESG ambitions underline this. Since 2015, we have been investing in the natural and healthy snacks category, focusing on strong brands, such as nākd®, BEAR®, TREK® and Kiddylicious® and, since 2022, the sourdough crackers of Peter’s Yard®.
In the United Kingdom, the home market of these brands, our ambition is to maintain our category leadership and grow the categories. In addition, we are fully committed to accelerated international growth for the Natural Foods brands outside the UK as one of our main growth pillars.
Read all about our Natural Foods Strategy in our Annual Report.
Lotus® Local Heroes
Development of strong market position in our home markets by continuous investments in our broad range
The Lotus® Local Heroes are Lotus Bakeries’ third strategic pillar. These include a wide range of local brands and products – waffles, cakes, gingerbread and cookies – that play an important role in their home market of Belgium, France, the Netherlands or Sweden. The level of confidence in our Local Heroes is high. It is no coincidence that, when making acquisitions, Lotus Bakeries has always focused on companies with a strong brand, exceptional products and a strong position in their home market. We firmly believe that we can reinforce this success by focusing on these local strongholds. We are reinforcing their already strong market positions by continuing to invest in these brands on an ongoing basis, thereby strengthening Lotus Bakeries’ market leadership in the associated sub-segments.
